Meat free leader, Quorn, is targeting the at home ‘fakeaway’ for the very first time, with the introduction of three innovative new vegan products.
Hot on the heels of Quorn ROARSOMES, the biggest frozen NPD launch of the year*1, the new Quorn Takeaway range, all made with Quorn’s mycoprotein, will include:
Quorn Crunchy Fillet Burger (190g, £2.50#) launches exclusively in ASDA on 18th October, followed by Tesco on 1st November. Coated in a tasty, crunchy, coating with garlic, onion and smoked paprika; the tastiest way to build your own ultimate vegan burger at home.
Quorn Buffalo Wings (240g, £3.00#) will launch in Tesco from 1st November. This unique Quorn take on classic fried finger food has a hot ‘n’ spicy, crunchy coating with cayenne pepper, delivering an extra special lip smacking heat.
Quorn Crunchy Strips (240g, £3.00#) also launching in Tesco from 1st November, are covered with Quorn’s signature crunchy coating with garlic, onion and fennel seasoning. Along with Quorn Buffalo Wings, the Crunchy Strips will come in sharing boxes of 8, targeting Friday night fakeaway with friends.
“Takeaway is growing in popularity as a family meal occasion, with the UK now eating 10m a week*2, but meat free takeaway options are still quite limited,” says Gill Riley, Marketing Director at Quorn Foods UK.
“These exciting new products are a quick and delicious way to create shoppers’ favourite takeaway meals at home with family and friends, with the added benefit of being better for the planet.
“Shoppers are crying out for tasty vegan takeaway options and, as the UK’s No. 1 meat free brand*3, we’re confident that this new range will be a penetration driver within frozen meat free. Especially as we come into winter months, where shoppers are looking for more comforting eats at home.”
Chicken is the most valuable protein in frozen meat free, worth £75M, but is significantly under-represented when it comes to burgers, which account for just 12% of sales*4.
“We know that we have the best meat free chicken on the market and our new Takeaway range will be perfectly placed to help retailers maximise sales in this category,” continues Gill.
Consumer research has shown that these products have strong appeal with flexitarians and aspirational meat reducers, with over 80% stating that the range would be good for all the family*5.
“We’re advising retailers to stock up on all three SKUs to make the most of this incremental sales opportunity. The launch will be supported by a consumer campaign to drive mass trial and awareness, highlighting to shoppers that every day can now be a takeaway day with Quorn,” adds Gill.
*1: IRI 12 w/e 14.08.21
*2: Kantar Usage Panel Jan 2021, Rolling 4wk Delivered Takeaway from OOH
*3: IRI 52 w/e 11.09.21 and Kantar 52 w/e 04.09.21
*4: IRI 52 w/e 24.04.21
*5: MMR Concept Test, October 2020
# Retail pricing is at the sole discretion of the retailer